June 20, 2023

3 easy and overlooked strategies to attract and retain more Mums shoppers in todays climate.

 

By Christie Nicholas

I walked into a perfumery yesterday with my daughter, so excited. We heard about this ‘dupe’ perfume all over socials and had to go buy it. But what I experienced made me realise the mistakes marketers are making turning easy sales away. Don’t risk this.

The store was empty. Two salespeople were huddled over the counter, deep in conversation when we approached. But the salesperson wasn’t there to make a sale. She kept her body language slumped, only tilting her head slightly. No smile or enthusiasm. And when she told us the product was out of stock, there was no getting our details to call when it would be in, or suggestion of an alternative perfume. We left empty handed and wondering:

Why, in today’s landscape are brands ignoring any potential sales on the table?

The truth is, while people aren’t buying as much, they are still buying, so why not your product? We can blame the economy, the weather, or something else. But if we let these factors influence how we show up for the customer, we are relinquishing any control and handing over sales to competitors. And it’s not isolated to instore, it starts from the inside.

Here are 3 undervalued and easy strategies to get more Mums to choose your brand:

1.Take Action and lean into the brand and customer dialogue. Mums are still buying certain products (here’s her hit list), but you need to practice recency and frequency with your marketing to even be considered. Motion creates momentum.

2.Bring the energy that reflects how your brand makes a difference in the lives of Mums, rather than with an attitude of doom and gloom. Whether you are creating marketing comms or meeting retailers, how you show up impacts brand and customer perception.

3.Clean up your act. It’s time to elevate customer service, brand communication, reviews and referrals, team training, monitoring buying preferences and creating a first-class brand experience. This way you make buying journey easier, increase the likelihood of her recommending, or lower resistance for next time. It’s all win/win for your brand.

Imagine the alternative. If you’re not growing, you’re declining.

What you do today will set you up for a strong second half. Ready to grow?